Doosan Infracore Strengthens Untact Sales Using SNS in China

Doosan Infracore is expanding product promotion and customer support activities through live broadcast content using SNS broadcasting platforms such as TikTok and Kuaishou in China.

<사진=두산인프라코어>
Photo by Doosan Infracore

[Asia Economy Reporter Ki-min Lee] Doosan Infracore is strengthening its non-face-to-face marketing called 'untact' sales using digital technology in China.

Doosan Infracore announced on the 24th that it is expanding product promotion and customer support activities through live broadcast content using social network service (SNS) broadcasting platforms such as TikTok (Douyin) and Kuaishou in China.

Since mid-last month, Doosan Infracore has conducted more than 20 technical training sessions related to equipment maintenance via live broadcasts using SNS, and from this month, it has also held four live broadcasts providing information on finished products and parts. The company explained that during a recent broadcast, customer inquiries about equipment continued for about an hour, and equipment miniatures and 'Doosan' brand products sold out within two minutes. In particular, the live broadcast introducing equipment management know-how was viewed by approximately 7,300 cumulative viewers.

Doosan Infracore started digital marketing using WeChat, China's largest mobile messenger service, in 2016 to target the Chinese market. Currently, it has about 140,000 followers on WeChat. Through online marketing including WeChat, it has sold more than 1,200 units of products, and parts sales through WeChat, which began last year, have exceeded 10 billion KRW.

Doosan Infracore explained that marketing activities applying digital technology are also underway in other major markets such as Korea. In addition, the Mobile Parts Book application, launched in August last year, has greatly enhanced accessibility and portability of equipment parts information. Recently, a system enabling parts quotations and inventory inquiries through the Mobile Parts Book was introduced, and an online site for parts ordering linked to this is also being prepared.

A Doosan Infracore official said, "Construction machinery is a product that requires customers to spend a lot of time and effort before making a purchase decision, so despite limitations in SNS marketing, the response to digital content is gradually increasing," adding, "We are also considering developing our own video platform."

Doosan Infracore plans to actively utilize SNS for new product launches and various promotions, expanding it as a device that provides diverse customer value.

Meanwhile, the Chinese excavator market, which had slowed down due to the spread of COVID-19 in January and February this year, has shown signs of recovery since March, and the market size is rapidly normalizing to last year's level.

This content was produced with the assistance of AI translation services.